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PRide Awards 2013 Category: Agency: Title: Client: Budget: Integrated Communications McKenna Townsend Driving Subway franchise sales leads The SUBWAY® brand £264,000

The Campaign Brief With over 1,600 outlets, Subway is the largest specialist sandwich provider in the UK and Ireland. McKenna Townsend (MT) has successfully been working with Subway Development Agents on marketing communications activity to drive franchise sales leads (to become a Subway franchisee) for the past decade and has continually evolved its programme to ensure effectiveness and efficiencies. Throughout 2012/13, MT was tasked with generating 15,000 franchise sales leads for the year, using a blend of integrated marketing communications. Objectives 1) Franchise sales and recruitment – lead generation to support and accelerate expansion. Ensuring the correct quality of leads are coming through, as well as the numbers of opportunities 2) Continuing to build the brand - keeping Subway front-of-mind for potential franchisees and the franchise and business media. Ensuring the brand is well-regarded and protected and firmly fixed as a major player in the franchise sector 3) Assisting Regional Development Agents (DAs), alongside Subway national and international headquarters with collateral and event planning/attendance to help support lead generation and conversion Strategy and tactics MT identified the four key elements to franchise sales success as follows:     Awareness – Subway‟s name had to be recognised in terms of a successful franchise model Credibility – in such a competitive market place it was necessary to answer the question: “Why should I/we choose Subway?” Prioritisation – potential franchisees needed to prioritise Subway‟s offer above all others Commitment – and finally a commitment to take-up Subway‟s franchise offer, which was reliant upon the first three elements being met MT took an integrated approach to achieving the target of generating 15,000 franchise sales leads and...

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